In this Wednesday Oct. 7, 2009, photo, Steve Ballmer, CEO of US computer software company Microsoft, follows a news conference in Munich, southern Germany. Microsoft Corp. announced Thursday, July 11, 2013 it is reshuffling its business in an attempt to promote faster innovation and a sharper focus on devices and services. (AP Photo/Matthias Schrader)

SAN FRANCISCO (AP) — Microsoft Corp. has decided its entire business needs a new operating system.

CEO Steve Ballmer is restructuring the company to cope with a quickening pace of technological change that has left the world’s largest software maker a step behind its two biggest rivals, Apple and Google.

In an effort to catch up, Microsoft is dismantling a management structure that separated the company into sometimes disjointed divisions and hatching a more cohesive product line-up. The new set up revolves around software, devices and services connecting those devices to applications stored in remote data centers — a concept that has become known as “cloud computing.”

The move comes amid a lukewarm response to the latest version of Microsoft’s flagship Windows operating system and a steady decline in demand for personal computers as people increasingly rely on more convenient smartphones and tablets.

If things pan out the way Ballmer envisions, the shake-up announced Thursday will foster more rapid innovation and sharpen the company’s focus on countering the threat posed by mobile devices running on software made by Apple and Google while laptop and desktop computers powered by Windows lose their luster. He is hoping a more closely-knit organization making the software and services that run smartphones, tablets, the Xbox video game console and, yes, PCs will re-establish Microsoft’s reputation as “a company that helps people Login to read more